Director of Enrollment Marketing Strategy (80376)

Position Summary

Reporting to the Vice President of Undergraduate Admissions, the Director of Enrollment Marketing Strategy serves as the strategic lead for enrollment communications, campaign management, digital engagement, and marketing operations in support of undergraduate enrollment goals.

The Director is responsible for the development, execution, and continuous optimization of integrated recruitment campaigns across the student lifecycle. Leveraging CRM technologies, analytics, artificial intelligence, and emerging digital marketing trends, the Associate Director creates highly personalized and scalable communication strategies that support institutional enrollment objectives.

Working collaboratively with internal stakeholders and external partners, the Director oversees communication strategy, audience segmentation, website optimization, campaign analytics, and vendor relationships while ensuring alignment with institutional branding and enrollment priorities.

The Director supervises the Digital Enrollment Communication Coordinator and operates with a growth-oriented mindset informed by best practices from higher education, consumer marketing, and the private sector.

Essential Responsibilities

Strategic Campaign Leadership

• Develop and execute comprehensive multi-channel recruitment marketing campaigns aligned with undergraduate enrollment goals.

• Design annual and seasonal communication plans and constituent engagement strategies across the recruitment funnel.

• Identify opportunities to improve inquiry generation, application conversion, yield, and deposit retention.

• Monitor higher education enrollment trends and recommend innovative approaches that support strategic objectives.

• Support the development and execution of communication strategies surrounding major recruitment and yield events.

CRM Strategy and Marketing Operations

• Serve as the functional lead for Slate CRM communication strategy and campaign architecture.

• Develop audience segmentation, suppression strategies, and personalized constituent journeys.

• Collaborate with Information Technology and CRM stakeholders to maximize the effectiveness of communication workflows and marketing automation.

• Develop and maintain scalable processes, documentation, and operational standards that support efficiency and continuous improvement.

• Ensure communications are timely, personalized, and aligned with enrollment priorities.

• Partner with Information Technology and enrollment stakeholders to lead the ongoing development, enhancement, and optimization of the student CRM and portal experience.

Strategic Planning and Enrollment Intelligence

• Collaborate closely with the Vice President of Undergraduate Admissions to develop and implement enrollment marketing strategies aligned with institutional priorities and enrollment goals.

• Provide data-informed recommendations to support recruitment, conversion, yield, and deposit retention efforts.

• Maintain dashboards and reporting tools that measure campaign effectiveness and enrollment outcomes.

• Analyze constituent behavior, funnel performance, and campaign attribution to identify opportunities for optimization and growth.

• Monitor key performance indicators and provide actionable insights that support strategic decision-making.

• Evaluate the relationship between enrollment marketing activities and outcomes with a focus on improving inquiry generation, application conversion, yield, and deposit retention.

• Identify trends, opportunities, and areas of concern through ongoing analysis of enrollment data and constituent engagement.

• Partner with Information Technology and the Office of Institutional Effectiveness and Planning (OIEP) to leverage institutional data and market insights into actionable enrollment strategies and communication initiatives.

• Support a culture of continuous improvement through the use of analytics, experimentation, and evidence-based decision-making.

Analytics and Performance Optimization

• Establish campaign KPIs to evaluate effectiveness.

• Analyze campaign performance and recommend continuous improvements.

• Utilize data and analytics to drive strategic decision-making.

• Develop reports and insights for enrollment leadership.

• Monitor constituent behavior and identify opportunities to improve engagement and conversion across the enrollment funnel.

• Evaluate campaign attribution and constituent behavior to understand the relationship between marketing activities and enrollment outcomes and identify opportunities to improve conversion throughout the recruitment funnel.

• Design and evaluate A/B tests and other optimization strategies intended to improve engagement, conversion, and enrollment outcomes.

• Continuously optimize digital experiences and communication touchpoints to improve constituent engagement and conversion rates.

Website and Digital Strategy

• Collaborate with University Marketing to optimize the undergraduate admissions web experience, ensuring admissions priorities and prospective student needs are effectively represented.

• Partner with University Marketing and Communications and external vendors to optimize website performance, search visibility, and conversion.

• Maintain an understanding of evolving search behaviors, SEO best practices, and AI-driven search trends.

• Ensure digital experiences on Admissions Websites align with institutional goals and the expectations of prospective students and families.

Content and Creative Strategy

• Develop content and creative strategies that support enrollment objectives and constituent engagement.

• Provide strategic direction for the development, implementation, and assessment of communication assets across multiple channels.

• Ensure content and creative assets support campaign goals and enhance the prospective student and family experience.

• Manage the development and production of enrollment marketing materials and print pieces, serving as the primary liaison among campus partners, vendors, and creative resources while contributing to content and design as appropriate.

Vendor and Partnership Management

• Serve as the admissions liaison with digital marketing agencies and external partners.

• Manage campaign execution and hold vendors accountable for performance and deliverables.

• Collaborate with campus partners to advance institutional priorities and enrollment objectives.

• Maintain productive working relationships across the University to ensure coordinated communication strategies.

Digital Engagement and Audience Intelligence

• Monitor constituent behavior, emerging communication channels, and changing consumer expectations.

• Develop strategies that leverage first-party data and personalized engagement to strengthen constituent relationships.

• Monitor admissions' digital presence and emerging online communities to identify opportunities and challenges affecting enrollment.

• Support engagement initiatives across digital channels and communities, including social media and emerging platforms.

Innovation and Emerging Technologies

• Leverage artificial intelligence and automation technologies to improve efficiency, personalization, and campaign performance.

• Evaluate emerging technologies and recommend tools and platforms that support enrollment objectives and operational effectiveness.

• Promote the responsible and ethical use of artificial intelligence and evolving technologies.

• Position the Office of Undergraduate Admissions to operate with a growth-oriented mindset informed by best practices from higher education and the private sector.

Supervision

• Provide leadership and supervision for the Digital Enrollment Communication Coordinator.

• Establish priorities and workflows that support the successful execution of recruitment campaigns and communication initiatives.

• Foster a culture of collaboration, innovation, continuous improvement, and accountability.

Required Qualifications

• Bachelor's degree required; Master's degree preferred.

• Three to five years of progressively responsible experience in enrollment marketing, digital marketing, CRM management, marketing operations, or related fields.

• Demonstrated experience with Technolutions Slate or comparable CRM platforms.

• Strong understanding of audience segmentation, communication workflows, campaign strategy, and marketing automation.

• Experience utilizing analytics and performance metrics to inform strategic decisions.

• Exceptional project management, organizational, and interpersonal skills.

• Ability to collaborate effectively with internal and external stakeholders.

Preferred Qualifications

• Experience with Technolutions Slate.

• Experience with Google Analytics, Looker Studio, or comparable reporting platforms.

• Understanding of SEO principles and evolving AI-driven search trends.

• Experience working with digital marketing agencies and external vendors.

• Familiarity with AI-enabled marketing technologies and marketing automation tools.

• Knowledge of higher education enrollment trends, student search behavior, and emerging communication platforms.

• Supervisory experience preferred.

Desired Competencies

• Strategic thinker with a growth mindset.

• Strong analytical and problem-solving abilities.

• Data-informed and results-oriented.

• Comfortable working with emerging technologies and AI-enabled workflows.

• Curious, adaptable, and innovative.

• Effective collaborator and relationship builder.

• Commitment to continuous improvement and operational excellence.

Visa sponsorship is not available for this position.

About Iona/EEO Statement:

Founded in 1940, Iona University is a private, Catholic, coeducational institution of learning in the tradition of the Edmund Rice Christian Brothers. Iona is a growing, highly accredited institution located just 20 miles north of Midtown Manhattan, with campuses in New Rochelle, Bronxville, and a new location in County Mayo, Ireland. With over 4,000 students, Iona offers small classes, engaged faculty, and a wide range of programs across the School of Arts & Science, the LaPenta School of Business (AACSB accredited), the NewYork Presbyterian Iona School of Nursing & Health Sciences, and the Hynes Institute for Entrepreneurship & Innovation.

Recognized by The Princeton Review, The Wall Street Journal, Forbes, and U.S. News & World Report, Iona is nationally ranked for academic quality, social mobility, and long term return on investment. The University's continued growth and rising reputation reflect its commitment to academic excellence, innovation, service, and opportunity.

Iona University values and celebrates diversity and is committed to providing a welcoming and inclusive environment for all employees and applicants for employment. Iona is an equal opportunity employer. All qualified applicants will be considered free from discrimination based on any legally protected characteristic under applicable federal, state, or local laws. Iona University encourages applications from qualified candidates of all backgrounds.